This weekend is London fashion week and, while all eyes will be on the “frow” and what the darlings of the fashion elite will be wearing, Brummell is more concerned with what they’ll be drinking. 

Because everyone knows that fashion week is so much more than just clothes. It’s the rooms, the conversations and the people. When creative minds come together it spills beyond the catwalk into London’s late-night gatherings to create an intoxicating cultural moment.  

It is from this disruptive spirit that Seventy One Gin was born. Created by fashion photographer and artist Mert Alas in 2021, Seventy One Gin is a luxury spirit made with an haute couture sensibility. A rarity in the centuries-old tradition of gin making, Seventy One Gin’s botanical profile – a rich, aromatic blend of classic and contemporary ingredients including queen of the night cactus – is made by individually distilling the botanicals to capture the purest flavour. After blending, the result is rested in oak casks for precisely 71 nights to add to the complexity of the flavour profile, which is imbued with subtle hints of vanilla, wood and spice.  

The vision of Alas and renowned master distiller Steve Wilson, Seventy One can be enjoyed neat or in elevated cocktails. It is in this vein that the luxury spirit has partnered with 100 venues across the fashion capitals of New York, Paris and, now, London.

A collaborative takeover known as Gin À la Mode, the partners have created cocktails that serve as an ode to style, beauty and nightlife. In London, such fashionable haunts include The Donovan Bar, The Maine, Mr Porter Steakhouse, Shanghai Me, Tramp private members’ club and Chiltern Firehouse. The legendary Marylebone celebrity hangout is where the first 71 Golden Martini – the brand’s signature tipple – was poured and where the spirit’s nocturnal ritual began.  

So, this London fashion week, as the lights go down and dusk turns to dawn, embrace the authentic after-hours spirit with Seventy One Gin.  

Discover more at seventyonegin.com